Jenny Craig pivots away from celebs in ads

This article was originally featured in USA Today on August 13, 2013. I have reposted because I'm curious to hear everyone's thoughts. Feel free to comment below.

JENNY CRAIG PIVOTS AWAY FROM CELEBS IN ADS

Bruce Horovitz, USA TODAY
 August 13, 2013

JENNY CRAIG WANTS TO ZIG WHERE OTHER WEIGHT-LOSS SPECIALISTS ZAG, BY CUTTING WAY BACK ON THE USE OF CELEBRITY ENDORSERS IN ITS ADS.

Quick: Which weight-loss company has featured actress Valerie Bertinelli in its ads?

Or Jennifer Hudson? Or Mariah Carey? Or, ugh, big, bad Charles Barkley?

If you're not sure, you've got plenty of company. That's one major reason why Jenny Craig, which uses Bertinelli, announced that it will feature far fewer celebs going forward and, instead, will roll out a new animated advertising campaign that comes without the big celebrity endorsement fees.

(If you're keeping score, Hudson and Barkley have starred for Weight Watchers and Carey for Jenny Craig.)

At issue: Can consumers remember which highly paid celebs hype which products? Or, even more central: Are celebrity endorsers worth all the dough? According to the folks at Ace Metrix, spokes-celebs may be doing a lot more to help their own bottom lines than the products they hype.

Overall, ads without celebrities rate slightly better with consumers than ads with celebrities, according to a recent study by Ace Metrix, a syndicated ad testing specialist. While the average Ace Metrix score of all celebrity spots in the study was 515, the average score for ads without celebs ranked slightly higher, at 529.

"Celebrities can be very polarizing," explains Peter Daboll, CEO of Ace Metrix. So, if half the consumers love the celeb in a spot — and half hate the star, he says, "you're cutting off half of your potential audience."

Among the most polarizing celebs, he says: Tiger Woods, Kim Kardashian, Justin Bieber and Sarah Jessica Parker.

When clients ask Daboll whether to use a celeb in a spot, he says he offers one word of advice: don't. "A good story always works better than just slapping a celebrity in an ad."

But celebrity broker Noreen Jenny Laffey, president of Celebrity Endorsement Network, says it's not that simple — particularly with weight-loss ad campaigns. "The problem isn't the celebrity," she says, but the fact that celebs in weight-loss ads all pretty much do and say the same thing: I used this product, and I lost weight.

That's not only boring — but also confusing. "It's hard when you have competitive products using celebrities to basically say the same thing," she says. The cola and sneaker giants face these same problems, she notes. "You need to do something totally different that stands out."

Not easy. So Jenny Craig's new marketing chief, Leesa Eichberger, turned to the ad agency Havas Worldwide New York for something different. The new, animated ads will focus on the company's food and its one-on-one support. Gone: all the bright lights, celebrity spokespeople and requisite "before and after" imagery, Eichberger says.

Daboll, the numbers-crunching CEO at Ace Metrix, says it has a decent shot at working — if only because it's not just another overweight celebrity bragging about losing some tonnage. "I'd suggest it's a smart move."

Does Weight Watchers really work?

A few months ago, I asked if any of my readers could share their experiences with Weight Watchers. I'd been plateaued with my own weight loss for several months and was thinking of switching from counting calories, to counting points.

I'm pleased to announce that I have been a member of Weight Watchers and have lost 8 pounds in 2 months.

I'd like to give my critique of the program, and why I think it's been working for me.

Instead of counting calories, people on WW count points. A point number is given to you during the registration process -- depending on your weight, height, age, and gender. I have 28 points to consume each day. In addition to your daily points limit, WW'ers are also given 49 "anytime" points each week to use for special cheats and splurges. It's also possible to earn "activity" points by exercising.

I have 28 points a day. Every food's given point value is based on its macro nutrient values -- specifically the protein to carb to fiber to fat ratio. 

As a previous calorie counter, It was a shift in thinking when I switched to counting points. I find that I care less about calories -- and more about the quality of food that I'm putting in my body. 

I do have two critiques though. First, because exercise is counted in points, I don't think you get as "much" back when you work out. For instance, 50 minutes on the elliptical could easily burn around 550 calories, right? That's the caloric equivalent of a Big Mac from McDonald's. That same intense 50 minute elliptical workout is only going to get me about 4 activity points -- which is the equivalent of just ONE of the following: 2 slices wheat bread, 4 oz chicken, 2 eggs, or a glass of wine. That being said, I never feel unsatisfied, because I do have my anytime points that I can dip into if I choose to.

The other critique is the alcohol factor. I'm a big wine drinker, so when I was counting calories, I'd make sure that I had about 300 calories left for two glasses of wine if I went out on a date or out with girlfriends. 300 calories is not that much of a sacrifice - when I was counting calories, I'd simply plan ahead and go to the gym to put in a half an hour of cardio. However, Alcohol in WW tends to be rated much higher because it lacks protein or fiber...... so a glass of wine is 4 points. 2 glasses is 8 -- that's how many I get for lunch! 

The bottom line is I really do like and support the program. I think it's easy to follow, and really forces you to say, "Do I really want that," and "Is it worth it" -- you know? I also believe the program encourages you to think of weight loss and healthy eating on both the daily and weekly platforms, because you do have to plan ahead. Also the meetings are an amazing support. 

Recipe: Oven Roasted Corn

Summertime is prime corn season here in Jersey. Corn on the cob is great, but sometimes its nice to switch it all up.

I eyeballed the spice measurements, so use your judgement.

Ingredients:

• Fresh Corn on the cob
• 1 TBS Olive oil
• Salt Substitute
• Lime
• Cayenne Pepper

To Make:

1. Cut kernels off the cob.
2. Coat sliced-off kernels with olive oil and roast at 450 degrees -- until they start to brown, between 10-15 minutes
3. Add salt, lime, and some cayenne pepper

Other variation: Try Chili Power, Italian Seasoning, Cumin, or anything in between. Corn is a great canvas for flavors, so go crazy!

Hey, Fat Girl!

I found this post at flintland.blogspot.com, and had to steal it. This is by far the most motivating thing I've read in a very long time.

Hey, Fat Girl.

Yes, you. The one feigning to not see me when we cross paths on the running track. The one not even wearing sports gear, breathing heavy. You’re slow, you breathe hard and your efforts at moving forward make you cringe.

You cling shyly to the furthest corridor, sometimes making larger loops on the gravel ring by the track just so you’re not on it. You sweat so much that your hair is all wet. You rarely stay for more than 20 minutes at a time, and you look exhausted when you leave to go back home. You never talk to anyone. I’ve got something I’d like to say to you.

You are awesome.

If you’d look me in the eye only for an instant, you would notice the reverence and respect I have for you. The adventure you have started is tremendous; it leads to a better health, to renewed confidence and to a brand new kind of freedom. The gifts you will receive from running will far exceed the gigantic effort it takes you to show up here, to face your fears and to bravely set yourself in motion, in front of others.

You have already begun your transformation. You no longer accept this physical state of numbness and passivity. You have taken a difficult decision, but one that holds so much promise. Every hard breath you take is actually a tad easier than the one before, and every step is ever so slightly lighter. Each push forward leaves the former person you were in your wake, creating room for an improved version, one that is stronger, healthier and forward-looking, one who knows that anything is possible.

You’re a hero to me. And, if you’d take off the blaring headphones and put your head up for more than a second or two, you would notice that the other runners you cross, the ones that probably make you feel so inadequate, stare in awe at your determination. They, of all people, know best where you are coming from. They heard the resolutions of so many others, who vowed to pick up running and improve their health, “starting next week”. Yet, it is YOU who runs alongside, who digs from deep inside to find the strength to come here, and to come back again.

You are a runner, and no one can take that away from you. You are relentlessly moving forward. You are stronger than even you think, and you are about to be amazed by what you can do. One day, very soon, maybe tomorrow, you’ll step outside and marvel at your capabilities. You will not believe your own body, you will realize that you can do this. And a new horizon will open up for you. You are a true inspiration.

I bow to you.

Recipe: Stephanie's Dark Chocolate "World Domination" Mousse

Happy National Chocolate Mousse Day!! Statistics show that chocolate mousse is THE most delectable dessert in the entire cosmos. 

Therefore, I present to you my "no-longer-secret" recipe for the world's most amazing dark chocolate liqueur mousse. 

Just understand, dear readers, how much of a sacrifice to you this one is.... as now that I have given it to you, I can no longer use it in my campaign to take over the world. Yes, it's THAT good.

Oh, and there will be no nutrition facts posted. It's decadent chocolate mousse..... Do you actually want to know what you're consuming?

Stephanie's Dark Chocolate "World Domination" Mousse

Ingredients:

• 6 eggs
• 8 ounces good quality bittersweet chocolate
• 1 ounce butter (or margarine, if you're making this recipe parve)
• 2 TBS black coffee
• 2 TBS of the liqueur of your choosing -- I recommend orange, berry, coffee, or chocolate flavors

To Make:

• Separate 6 eggs. Discard 1 yolk, so that you are left with 6 whites, and 5 yolks.
• Place chocolate and butter in a double boiler. As they begin to melt, add coffee.
• Whisk egg whites until they form stiff peaks
• Once the chocolate and butter have melted, turn off the heat.
• Stir egg yolks and liqueur together in a separate bowl.
• Temper a bit of the chocolate/butter/coffee mixture into the egg yolks, (stirring so that eggs do not scramble). Then add the egg yolk mixture back to the rest of the chocolate mixture, stirring well.
• Once the chocolate and egg yolk mixtures are completely incorporated, fold in egg whites gently. Be careful not to over-mix or beat at this stage.
• Pour chocolate mousse into serving dishes and refrigerate until set.

Enjoy!

Recipe: Black Bean Chicken Salad with Cumin Vinaigrette

I found this recipe and (with most of my recipes) tried to cut down on the fat, salt, etc. This recipe originally had 3/4 cup of olive oil in the dressing -- which added an additional 477 calories to the recipe. I cut the oil down to half a cup, and I encourage you to cut it down further if you want to experiment further.

Ingredients:

• 3-4 boneless, skinless chicken breasts, cooked and cubed
• 1 (15 ounce) can black beans, rinsed and drained
• 1 bunch scallions, chopped
• 1 cup chopped celery
• 1/2 cup extra virgin olive oil
• 1/2 cup lemon juice
• 2 tsp Dijon mustard
• 2 tsp ground cumin

To Make:

• Combined cubed chicken, black beans, scallions, and celery
• Mix together olive oil, lemon juice, Dijon mustard, and cumin, and pour over chicken and bean mixture.
• Stir together and chill for at least an hour before serving

Serves: 8

Each Serving: 281 calories, 10 g carbs, 16 g fat, 24 g protein

I Crave Brussels Sprouts like a Pregnant Woman

I’m coming clean: I love Brussels sprouts. Actually, that’s a bit of an understatement. I have cravings for Brussels sprouts. I eat them 4-5 times a week. I know, I am a nutter.

That being said, I am CONVINCED that the reason people don’t like Brussels sprouts, (or think they don’t) is because they have never had the opportunity to try Brussels sprouts that have been cooked CORRECTLY!

Michael Symon serves a fried Brussels sprout salad at his restaurant, Lolita, in Cleveland, and they are [apparently] a must-try! I’ve also tried caramelized Brussels sprouts on pizza with portabella mushrooms, and a roasted red pepper pesto at VeggiePlanet, in Cambridge, MA – that was easily one of the best vegetarian meals I’ve ever had. Personally, I roast my Brussels sprouts, because it’s easy, and I can cook them while I do homework. Here’s how I prep them:

• Preheat oven to 350°F
• Toss clean Brussels sprouts in olive oil, and add salt, pepper, and garlic to taste

As you all know, I’m very health conscious –instead of olive oil, I lightly spray my sprouts with Pam, and toss them in a salt substitute to cut down on the fat and sodium content of this dish. I also buy them frozen, because it’s cheaper and easier than buying fresh.

• Place sprouts (and additional vegetables, if you feel so inclined) in roasting pan and put into oven
• Turn frequently until the sides of the sprouts are golden brown and crispy. (Between 40-50 minutes)
• ENJOY!

Maybe I’m just a freak with weird cravings, but I’ll stand on my soapbox until I’m blue in the face. Brussels sprouts aren’t inherently those over-boiled, mushy horror stories from our childhoods! They can be delicious – and a great way to change up mealtimes. And don’t even get me STARTED on the health benefits!

So give Brussels sprouts another try! Saute them whole in some Balsamic vinegar. Or break off individual leaves to cook up with bacon, leeks, and garlic.

Who knows – you might even become an addict like me!